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IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
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Social Media: It's Not What You Say That Matters

Apr 21, 2017

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Page 1: Social Media: It's Not What You Say That Matters

IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO.

©2009 Paul Isakson Paul Isakson - paulisakson.com

Page 2: Social Media: It's Not What You Say That Matters

The World’s BestSocial Media MarketingPresentation* by Paul IsaksonHead of Strategyspace150paulisakson.com

©2009 Paul Isakson*A tribute to Paul Arden

Page 3: Social Media: It's Not What You Say That Matters

What we’ll cover:Why social media mattersMarketing and social mediaConnecting with peopleIf you can’t do any of this...

©2009 Paul Isakson

Page 4: Social Media: It's Not What You Say That Matters

Why does social media matter?

©2009 Paul Isakson

Page 6: Social Media: It's Not What You Say That Matters

Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html#

4/5U.S. Online Adults Participate In Social Media

Flickr // davefishernc

©2009 Paul Isakson

Page 7: Social Media: It's Not What You Say That Matters

Flickr // NathanFromDeVryEET

The total time spent globally on social networks is growing at nearly 1.5X faster than the Internet average – growing 18% between December 2007 and December 2008.

Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/

©2009 Paul Isakson

Page 8: Social Media: It's Not What You Say That Matters

All of this is creating a growing number of

conversations...

©2009 Paul Isakson

Page 9: Social Media: It's Not What You Say That Matters

both in social media and in people’s real world lives.

©2009 Paul Isakson

Page 10: Social Media: It's Not What You Say That Matters

Often, these conversations are of minimal importance

to marketing or your brand.

©2009 Paul Isakson

Page 11: Social Media: It's Not What You Say That Matters

But sometimes, they are about, or are related to,

your brand.

©2009 Paul Isakson

Page 12: Social Media: It's Not What You Say That Matters

Why does that matter?

©2009 Paul Isakson

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"Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled."

Allan JenkinsGlobal Communications Consultant

©2009 Paul Isakson

Page 15: Social Media: It's Not What You Say That Matters

©2009 Paul Isakson

PEOPLE’S BEHAVIORS ARE CHANGING

Page 16: Social Media: It's Not What You Say That Matters

“A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...”

Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)

Flickr // Rain Rabbit©2009 Paul Isakson

Page 17: Social Media: It's Not What You Say That Matters

“A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...”

Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)

Flickr // Rain Rabbit

A REVOLUTION IS IN PROCESS

©2009 Paul Isakson

Page 18: Social Media: It's Not What You Say That Matters

IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS

Flickr // Andrew Huff©2009 Paul Isakson

Page 19: Social Media: It's Not What You Say That Matters

THE FUTURE OF MARKETING IS NOT ABOUT DOING AND

SAYING THINGS TO PEOPLE

Flickr // Arnisto.com©2009 Paul Isakson

Page 20: Social Media: It's Not What You Say That Matters

THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE

©2009 Paul Isakson Paul Isakson - paulisakson.com

Page 21: Social Media: It's Not What You Say That Matters

Marketing and social media

©2009 Paul Isakson

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“People don’t want marketing

messages in social networks or when they are having a dinner party.”

Jason CalacanisCEOMahalo.com / Internet Entrepreneur

Flickr // ElectricSheep©2009 Paul Isakson

Page 23: Social Media: It's Not What You Say That Matters

“People don’t want marketing

messages in social networks or when they are having a dinner party.”

Jason CalacanisCEOMahalo.com / Internet Entrepreneur

DON’T MARKET TO PEOPLE

©2009 Paul Isakson

Page 24: Social Media: It's Not What You Say That Matters

Facebook

Flickr

Blogs Twitter

MySpaceLast.fm

LinkedIn

YouTube

Digg

FriendFeed Delicious

Wikipedia

PlaxoPandora Seesmic Vimeo

Marketing in social media

is often narrowly viewed

and talked about as the

tools people use within it.

©2009 Paul Isakson

Page 25: Social Media: It's Not What You Say That Matters

“(When it comes to social media) companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.”

Jeremiah OwyangSenior Industry AnalystForrester Research

Flickr // shinyai©2009 Paul Isakson

Page 26: Social Media: It's Not What You Say That Matters

”Companies approach social media in two different ways.

The first way, the companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.

The second type of company scans the seascape, and understands the fish they’re trying to reach. As a result, they are more successful in connecting with customers… and catch the big fish... Fish where the fish are.”

Jeremiah OwyangSenior Industry AnalystForrester Research

Flickr // shinyai

DON’T FOCUS ON THE TOOLS

©2009 Paul Isakson

Page 27: Social Media: It's Not What You Say That Matters

The power of social media is found in the results of people using these tools – the creation of self-organized communities of likeminded people – making it a valuable way for businesses to inspire, inform, understand and connect with the people who buy their products and services.

Flickr // daveandsima©2009 Paul Isakson

Page 28: Social Media: It's Not What You Say That Matters

IN OTHER WORDS, THE MAGIC OF SOCIAL MEDIA IS NOT WHAT HAPPENS IN SOCIAL MEDIA, BUT WHAT HAPPENS OUTSIDE OF IT, BECAUSE OF IT.©2009 Paul Isakson Paul Isakson - paulisakson.com

Page 29: Social Media: It's Not What You Say That Matters

What are people organizing around?

©2009 Paul Isakson

Page 30: Social Media: It's Not What You Say That Matters

SharedBeliefs

SharedInterests

SharedValues

©2009 Paul Isakson Paul Isakson - paulisakson.com

Page 31: Social Media: It's Not What You Say That Matters

How do we connect with people?

©2009 Paul Isakson

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©2009 Paul Isakson

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Technographics

©2009 Paul Isakson

Page 34: Social Media: It's Not What You Say That Matters

This isn’t what matters.

©2009 Paul Isakson

Page 35: Social Media: It's Not What You Say That Matters

Technographics

This is.

©2009 Paul Isakson

Page 37: Social Media: It's Not What You Say That Matters

©2009 Paul Isakson

PEOPLE’S BEHAVIORS ARE CHANGING

Page 38: Social Media: It's Not What You Say That Matters

What people are doing?

©2009 Paul Isakson

Page 39: Social Media: It's Not What You Say That Matters

The

Main Behaviors in Social Media

5 Connecting

CollaboratingCreating

Sharing Consuming

©2009 Paul Isakson Paul Isakson - paulisakson.com

Page 40: Social Media: It's Not What You Say That Matters

The

Main Behaviors in Social Media

5 Connecting

CollaboratingCreating

Sharing Consuming

©2009 Paul Isakson

Page 41: Social Media: It's Not What You Say That Matters

People are connecting with friends, family, acquaintances and others who share their interests, values, and/or beliefs.

Flickr // alexkess

Connecting

©2009 Paul Isakson

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Thought Starters:

What values, beliefs and interests do you share with the people who buy your products and/or services?

Where are those people already spending time that you could connect with them through those things?

How can you connect people to other people and things that will help them accomplish their goals?

Connecting

Flickr // chrisjohnbeckett©2009 Paul Isakson

Page 43: Social Media: It's Not What You Say That Matters

The

Main Behaviors in Social Media

5 Connecting

CollaboratingCreating

Sharing Consuming

©2009 Paul Isakson

Page 44: Social Media: It's Not What You Say That Matters

People are collaborating with others who share their values, interests, and/or beliefs to accomplish a shared goal, vision or project.

Collaborating

Flickr // The Moonstone Archive©2009 Paul Isakson

Page 45: Social Media: It's Not What You Say That Matters

Collaborating

Thought Starters:

How can you collaborate with people in a meaningful way?

How can you help people collaborate with each other more easily?

Flickr // McGarry©2009 Paul Isakson

Page 46: Social Media: It's Not What You Say That Matters

The

Main Behaviors in Social Media

5 Connecting

CollaboratingCreating

Sharing Consuming

©2009 Paul Isakson

Page 47: Social Media: It's Not What You Say That Matters

Consuming

People are consuming content to learn, be entertained, seek validation, feel more connected, etc.

Consuming:Watching, Reading, Listening, Skimming, Collecting, etc.

Flickr // _alef_©2009 Paul Isakson

Page 48: Social Media: It's Not What You Say That Matters

Consuming

Thought Starters:

What can you teach people that will help them achieve their goals?

What can you learn from people that will help you be a better marketer or help you make better products?

How can you reward people for consuming and sharing your content?

Flickr // GlowPlug©2009 Paul Isakson

Page 49: Social Media: It's Not What You Say That Matters

The

Main Behaviors in Social Media

5 Connecting

CollaboratingCreating

Sharing Consuming

©2009 Paul Isakson

Page 50: Social Media: It's Not What You Say That Matters

People are creating content of various kinds to express themselves, share their thoughts with others, share a creative talent or passion, and, in some cases, to build their “personal brand.”

Content: Photos, Videos, Blog Posts, Tweets, Comments, etc.

Creating

Flickr // Thomas Hawk©2009 Paul Isakson

Page 51: Social Media: It's Not What You Say That Matters

Thought Starters:

What can you create that people will benefit from?

What can you give to people that will help them create more interesting content to spread?

Creating

Flickr // Iguana Jo©2009 Paul Isakson

Page 52: Social Media: It's Not What You Say That Matters

The

Main Behaviors in Social Media

5 Connecting

CollaboratingCreating

Sharing Consuming

©2009 Paul Isakson

Page 53: Social Media: It's Not What You Say That Matters

SharingPeople are sharing things they find interesting or important with friends, family and followers.

Flickr // Dieter Drescher©2009 Paul Isakson

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Sharing

Thought Starters:

What can you share that will make the community better?

How can you help others share things more easily?

Flickr // Iguana Jo©2009 Paul Isakson

Page 55: Social Media: It's Not What You Say That Matters

How do we get people to do stuff with us?

©2009 Paul Isakson

Page 57: Social Media: It's Not What You Say That Matters

THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU, IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING.

©2009 Paul Isakson Paul Isakson - paulisakson.com

Page 58: Social Media: It's Not What You Say That Matters

If you can’t do any of that?

©2009 Paul Isakson

Page 59: Social Media: It's Not What You Say That Matters

DO SOMETHING WORTH TALKING ABOUT.

Flickr // moriza©2009 Paul Isakson

Page 60: Social Media: It's Not What You Say That Matters

And if you can’t do that either?

©2009 Paul Isakson

Page 62: Social Media: It's Not What You Say That Matters

Listen for rich insights related to your brand about what people really

want and need.

Flickr // EssG©2009 Paul Isakson

Page 63: Social Media: It's Not What You Say That Matters

LISTEN FOR OPPORTUNITIES TO MAKE YOUR _______ BETTER.

©2009 Paul Isakson

Page 64: Social Media: It's Not What You Say That Matters

Lastly, always remember...

©2009 Paul Isakson

Page 65: Social Media: It's Not What You Say That Matters

IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO.

©2009 Paul Isakson Paul Isakson - paulisakson.com

Page 66: Social Media: It's Not What You Say That Matters

Thank You

©2009 Paul Isakson

Page 67: Social Media: It's Not What You Say That Matters

Paul IsaksonHead of Strategyspace150

blog / paulisakson.comtwitter / @paulisaksonemail / [email protected]

©2009 Paul Isakson